Estate agents face growing pressure to disclose their use of artificial intelligence in property transactions, according to research from iamproperty involving more than 320 agents and 350 consumers.
The findings, published in The real eSTATE of it report, show that 65% of consumers believe agents should clearly disclose when AI is used in communications or property listings. Around a quarter of respondents said they are not comfortable with AI use at all.
AI adoption in agencies
The research indicates that AI adoption is already embedded in agency workflows, with more than 60% of agents reporting they use AI to reduce administrative workload, support staff capacity and automate repetitive tasks.
The report identifies what it describes as an “AI trust gap” between operational adoption within agencies and consumer expectations around transparency. This issue may be particularly relevant for estate agents, where trust and disclosure have historically been central to client relationships.
Jamie Cooke, co-founder at iamproperty, said: “The conversation around AI has been focused on what the technology can do and how agents are using it, but what our data shows is that the real issue could be eroding the trust that agents have worked hard for.”
He added: “Consumers are asking for clarity on AI. They want to know when it’s being used and how it fits into the service they’re receiving. Agents need to go beyond being AI literate to being able to confidently explain its value.”
Industry implications
The findings come as estate agency websites face scrutiny over their effectiveness in attracting vendors, suggesting broader challenges in how agents communicate with clients.
According to the report, while nearly half of consumers are comfortable with agents using AI to support transactions, transparency remains critical to maintaining that confidence. The research draws on insights from iamproperty’s 7,000 branch agency network and in-depth agent interviews, as well as survey data.
Verona Frankish, CEO of YOPA, who was interviewed for the report, said: “Buying and selling a home is emotional. People are excited, anxious, sometimes going through divorce or loss. AI can help with efficiency and take away repetitive admin, but it will never replace the human element in a transaction like this.”
The research suggests that agents will need to implement clear internal standards, team training and consistent client communication to ensure transparency across every stage of the transaction. This comes at a time when a quarter of UK property sellers are withdrawing from the market, highlighting the importance of maintaining client confidence.
The report also explores market confidence, regulation, fees, data security and the evolving role of agents in a changing property landscape.
